Kate Middleton's face on a marshmallow? Her brother James invents printable sweets

THE Duchess of Cambridge's little bro becomes the Willy Wonka of marshmallows with his selfies and sweets company Boomf

James Middleton is the Willy Wonka of marshmallows [INSTAGRAM.COM/BOOMF]

Kate Middleton has one of the most famous faces in the world, and now thanks to her brother we could be seeing it printed on an entirely different kind of canvas - a marshmallow.

James Middleton is determined to hit the big time by combining selfies and sweets with Boomf, a confectioner that lets customers print Instagram pictures on one of the squidgy treats.

“When you see yourself on a marshmallow or your loved one or your pet, you have a little moment with that little marshmallow," he told fashion website The Cut. "There aren’t many products in the world like that.”

Kate's siblings Pippa and James Middleton during the Diamond Jubilee [GETTY]

The 27-year-old is selling boxes of nine vanilla marshmallows, 4cm by 4cm, for £15, printed with the Instagram picture of your choice.

Gluten-free and made without gelatine, they're suitable for vegetarians as well as anyone with coeliac disease.

Kirsty Allsop tweeted: "Sometimes you order new things & they disappoint. Other times they are a HUGE success @boomf".

This isn't James' first foray into the world of treats. He founded the Cake Kit Company in 2011, soon following it up with Boomf in December 2013. And he's done his time with the Middleton family business, Party Pieces.

A close-up of one of James Middleton's printed marshmallows [BOOMF]

The entrepreneur, who's in a relationship with Donna Air, says he discovered printing techniques with edible inks and thought marshmallows were the "most fun" thing to offer.

I just enjoy it so much. You have to eat, sleep, and dream your passion, otherwise it’s not a passion

James Middleton

"There’s so much fun we can have with it, because you can give them to somebody that’s been dumped by their boyfriend, so they can burn their ex on a campfire, or you can have your ideal person dunked in hot chocolate, and you can give them to your grandmother."

He even invented his own recipe and welcomes the chance to become the Willy Wonka of marshmallows.

"There are times when it’s stressful and hard work and you think to yourself, how did you ever come into making marshmallows with selfies on them? But I just enjoy it so much. You have to eat, sleep, and dream your passion, otherwise it’s not a passion."

But he reveals that parents Carole and Michael were less than convinced by their son's business idea: "I remember seeing them that one weekend and saying, look what I’m working on, and the look on their faces was just sort of like, 'What’s he doing this time?'"

Who else in his family is a fan of his new project? George "hasn't tried one yet" and he's "too young".

And he says he'll never get sick of them, "Marshmallows are sort of like an essential candy. They’re pillows of sweetness."